The La Chose agency created an ad campaign called « Troc de Pompes » (shoe swapping) to promote the launch of the Spring-Summer 2010 collection of the shoe brand Mosquito. In April 2010, a Mosquito Bus drove around Paris offering female passers-by the opportunity to swap their shoes for a pair of Mosquito shoes. 500 pairs of shoes were thus exchanged.
Hostesses handed out flyers to passers-by, indicating the bus route. The shoes that Mosquito collected were given to charities.
A dedicated website was launched for the occasion with video footage of the event showing the bus’s route through the city.
This event played a major role in the rebirth of the brand’s declining image.
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